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Profitable Alternatives in Excursions, Actions & Experiences: New Skift Analysis



Skift Take

The excursions, actions & experiences market is a profitable and under-explored alternative within the journey trade. Its excessive fragmentation, inflow of small suppliers, and speedy shift from offline to on-line makes it a goldmine for on-line intermediaries to achieve market share from conventional offline gamers

The marketplace for excursions, actions & experiences represents some of the opportunistic and untapped prospects throughout the journey trade. It’s extremely fragmented, with a protracted tail of small suppliers, and it’s quickly shifting on-line. That makes it a horny house for on-line intermediaries to consolidate market share from small offline gamers. 


Google, not one to overlook the social gathering, has additionally entered the house with its “Issues To Do” instrument. Because it does with different journey verticals, Google acts as each buddy and foe to the net journey brokers (OTAs).

Skift Analysis’s proprietary internet scraping evaluation of Google’s “Issues To Do” exhibits that while many OTAs listing on Google, making the most of its huge scale and energy as a search engine, Google persistently prioritizes the direct possibility over third social gathering OTA websites.

Might Google probably dis-intermediate the OTAs and provides energy to the direct websites, just like the practices carried out by Google Resorts? Or does the extremely fragmented and largely unsophisticated nature of the trade demand a robust aggregator, with direct bookings much less more likely to acquire traction? 


We glance to reply these questions on this report, in addition to present an summary of the excursions, actions & experiences market, evaluating it to different verticals throughout the journey trade – exhibiting how it’s the final outpost of journey in at the moment’s distribution panorama. 

What you’ll be taught from this report

  • The important thing numbers of the excursions, actions & experiences market: Market sizing from 2006-2022 with estimates out to 2025, on-line penetration ranges, mixture of on-line direct versus on-line middleman, complete addressable market (TAM) accessible, estimated market share of the biggest OTAs
  • A comparability of the excursions, actions & experiences market with different verticals within the journey trade
  • Google’s position within the promoting of excursions, actions & experiences, with distinctive evaluation based mostly on our proprietary internet scraping of Google’s “Issues To Do” instrument

That is the most recent in a collection of experiences and knowledge merchandise that Skift Analysis places out that can assist you analyze the largest traits within the journey trade. Faucet into the opinions and insights of our seasoned community of staffers and contributors. Greater than 200 hours of desk analysis, knowledge assortment, and/or evaluation goes into every report.

By subscribing to Skift Analysis, you’ll acquire entry to our whole vault of experiences carried out on subjects starting from know-how to advertising technique to deep dives on key journey manufacturers. Additionally, you will be capable of entry our proprietary Skift Journey Well being Index, Skift Journey Firm Tracker, Lodge Tech Benchmark, and knowledge from our common traveler surveys.

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